Problem

To enhance the visibility and appeal of ‘JOB’ French rolling papers, a brand with a rich history established 170 years ago, among a younger and more ‘cool’ audience. 

Solution

Job were the first rolling papers to utilise the ‘double pack’ and based on this, we developed the brand proposition “The Original Double”. In order to engage with our target audience, we focused on popular culture, including music, comedy, and art, and identified iconic duos such as The Mighty Boosh, White Stripes, and Gilbert and George. We commissioned Stuckist artist, Paul Harvey (inspired by Art Nouveau) to illustrate these characters for our poster campaign, which we fly posted across 12 cities. This allowed us to reach a difficult-to-reach target audience with limited mainstream advertising. By utilising fly posting as our “media,” we were able to secure 200 “poster sites” in 12 cities, which totalled 2400 sites for the cost of only two Adshells. Our campaign was successful and received a Gramia Award in the outdoor category.